contact us

Vivian Li/李雯雯

PR Manager/公关经理

Tel:0086 010 83907451


AMC Theaters backtracks on 'texting' plan during movies

The obvious answer would have been, “No, that’s stupid. That’s the exact reason why many people are starting to hate our product.” Instead, here’s what he said:

Yes. When you tell a 22-year-old to turn off the phone, don’t ruin the movie, they hear please cut off your left arm above the elbow. You can’t tell a 22-year-old to turn off their cellphone. That’s not how they live their life.

At the same time, though, we’re going to have to figure out a way to do it that doesn’t disturb today’s audiences. There’s a reason there are ads up there saying turn off your phone, because today’s moviegoer doesn’t want somebody sitting next to them texting or having their phone on.

RELATED: Learn how to eliminate corporate jargon and drive business performance with improved communications techniques.
At the risk of sounding like a person who enjoys telling others to get off his lawn, texting in movie theaters is the equivalent of farting on an airplane. I hate the offenders for it—and I’m not alone.

Social media users responded with criticism:

    This AMC theaters allowing texting is just one reason why I would *happily* pay $50 to watch new movies at home.
    — Susan Arendt (@SusanArendt) April 14, 2016

    Dear AMC, please no texting in movies. That is not the experience I am paying for when I go to the movies.
    — TeenLibrarianToolbox (@TLT16) April 15, 2016

    AMC theaters will now allow texting! OUTRAGEOUS! Guess I won't be going to AMC theaters anymore. #amctheaters. I like to enjoy my movie!
    — JT (@KatJak93) April 15, 2016

Though many of the responses on Twitter were pretty measured and thoughtful, the message was clear, prompting AMC to issue the following statements on Facebook and Twitter:

    NO TEXTING AT AMC. Won't happen. You spoke. We listened. Quickly, that idea has been sent to the cutting room floor.
    — AMC Theatres (@AMCTheatres) April 15, 2016

Another theater conglomerate, Alamo Drafthouse, saw it as an opportunity to take the peoples’ side. Its founder, Tim League, responded to the discussion with a post of his own:

At the Alamo Drafthouse we are actively engaged in trying to make sure cinema remains a compelling destination for young people, and I agree this should be a focus for the whole industry. I just don't believe that this line of experimentation is the right tactic. A firm policy against talking and texting in the cinema is about respect: for the filmmakers and fellow cinephiles of all ages.


Vivian Li

PR Manager

Tel: +86 010 8390 7451

Mobile: +86 13041030670